Adwords Fundamentals Exam

*Disclaimer: All questions below are from live exams within the month of April 2015. Using these answers resulted in 87% on the test, so they are not all correct. Double check your answers when taking the exam!

An advertiser is focused primarily on direct response, as opposed to branding. The advertiser should delete keywords from a search campaign if the keywords:

a) generate many clicks and conversions
b) generate many impressions and very few conversions
c) contain more than two words in the phrase
d) contain words that are duplicated in a display campaign

“Generate many impressions and very few conversions”

What is a benefit of online advertising with Google AdWords?

a) Advertisers can identify the Internet Protocol (IP) address of users who are searching for products
b) Ads can include up to 50 characters for the first three lines of ad text
c) Ads are displayed to users who are searching for a particular product of service
d) Advertisers can pay to place their websites in the natural search results

“Ads are displayed to users who are searching for a particular product of service”

It is beneficial to create multiple ad groups in order to:

a) opt specific ad groups into various Google networks
b) break up keywords and ads into related themes
c) set different budgets for each ad group
d) pause specific keywords if they are not performing well

“Break up keywords and ads into related themes”

What’s one benefit of creating multiple ad groups?

a) You can target specific ad groups into various Google networks
b) You can break up keywords and ads into related themes
c) You can set different budgets for each ad group
d) You can pause specific keywords if they are not performing well

“You can break up keywords and ads into related themes”

Which AdWords settings are specified at the account level?

a) A daily budget and a set of keywords and placements
b) Network distribution preferences and a set of keywords
c) A unique email address, a password, and billing information
d) Location targeting, cost-per-click (CPC) bids, and match types

“A unique email address, a password, and billing information”

An online retail company is based in the United States but ships to customers all over the world. If this company wants to serve Spanish language ads to Spanish speaking users, which targeting option should be refined?

Which method would be recommended for an advertiser who is trying to increase the Quality Score of a low-performing keyword?

a) Repeat the keyword as many times as possible in the ad text.
b) Delete the keyword and add the keyword to the campaign again
c) Modify the ad associated with that keyword to direct to a highly-relevant landing page
d) Increase the daily budget for the campaign in which the keyword is located

“Modify the ad associated with that keyword to direct to a highly-relevant landing page”

An advertiser wants to increase the Quality Score of a low-perofrming keyword. Which approach would you recommend?

a) Repeat the keyword as many times as possible in the ad text.
b) Delete the keyword and add the keyword to the campaign again
c) Modify the ad associated with that keyword to direct to a highly-relevant landing page
d) Increase the daily budget for the campaign in which the keyword is located

“Modify the ad associated with that keyword to direct to a highly-relevant landing page”

An advertiser who decides to edit the location targeting of an ad can do this at the:

a) ad group level
b) keyword level
c) campaign level
d) account level

“Modify the ad associated with that keyword to direct to a highly-relevant landing page”

If your campaign is opted into show ads on the Google Display Network, and your Display Network ads have a lower CTR than your existing search ads – how will this impact the quality score of your search campaign?

a) None of these options is correct
b) Your ad performance on the Display Network does not affect your rank for search ads, so a lower CTR on the Display Network does not affect the Quality score of your ads for search
c) Your daily budget will be adjusted to account for a drop in CTR and in increase in the CPCs needed to maintain the existing Ad Rank of your search campaigns
d) Your quality score will be adjusted to reflect the average CTR of both your search and display network campaign performance.

“Your ad performance on the Display Network does not affect your rank for search ads, so a lower CTR on the Display Network does not affect the Quality score of your ads for search”

An advertiser wants to achieve the top position in paid search results. Which recommendations would improve the likelihood of top ad position?

Which budget delivery option is most appropriate for an advertiser who wants AdWords to distribute ads evenly throughout the day?

a) Accelerated
b) Optimized
c) Scheduled
d) Standard

“Standard”

An advertiser wants to allocate additional budget to advertising a new product line. In order to accomplish this goal, the advertiser should create:

a) an ad group specific to the product line with a higher daily budget
b) additional text ads that specifically feature the product line
c) a campaign with a separate daily budget specific to the product line
d) an ad group specific to the product line with targeted ad text

“a campaign with a separate daily budget specific to the product line< ”

Suppose you have created an ad group to advertise gourmet chocolate, and it includes keywords like “dark chocolate” and “gourmet chocolate bars.” If you opted this particular campaign into the Google Display Network, what type of targeting would automatically be used to determine whether your ads might show?

a) Remarketing would be used to automatically target users who had previously visited sites that related to your keywords.
b) Topic targeting would be used to target all pages about chocolate, regardless of whether your exact keywords appear on the page.
c) Managed placements would be used to target specific sites you had selected as being important to oyur client.
d) Automatic placements would be used to contextually target sites that share the same themes as the keywords within your campaign.

“Automatic placements would be used to contextually target sites that share the same themes as the keywords within your campaign.”

Which line of ad text would be disapproved based on Googles advertising policies?

a) Advertisers can guarantee placement on prominent and popular sites.
b)Advertisers manually select the desired sites on which their ads may appear
c) Keywords are used to place ads next to content that matches the ad.
d) Appropriate sites are automatically chosen for the advertiser by the Google AdWords system.

“Advertisers manually select the desired sites on which their ads may appear”

According to ad policies, what types of words, phrases, or characters can not be included in an AdWords text ad?

a) All of these answers are correct
b) Ads can not contain words that are not directly related to the keyword that the ad is targeting
c) Ads cannot use exclamation points (!) or question marks (?).
d) Ads cannot use call-to-action phrases such as “click here” or “See this site”

Ads cannot use call-to-action phrases such as “click here” or “See this site”

Your text ad includes the phrase “Your friend has a crush on you, See more!”. Why could your ad be disapproved according to AdWords policies?

a) Ads can not simulate email inbox notifications or fake “friends/crush” requests.
b) Ads can not contain that amount of characters
c) Ads can not contain the phrase “See more!”
d) Ads can not contain exclamation points (!).

“Ads can not contain that amount of characters”

Which formula does Google use to rank keyword-targeted ads on Google Search

When resetting a password in AdWords, what should a user keep in mind?

a) The new password is now required to access all other Google products with the affected Google Account log-in.
b) The new password will work for AdWords and the old password will work for other Google products.
c) The user will need to enable 2-factor authentication in order to access their account from any location
d) The password will need to be reset separately on other Google products that share the Google Account log-in

“The new password is now required to access all other Google products with the affected Google Account log-in.”

A keyword with very low clickthrough rate (CTR) will usually receive:

a) more impressions on the Google Display Network
b) impressions only on the Google Search Network
c) a low average cost-per-click (CPC) on Google search.
d) a low Quality Score on the Google Search Network

“a low Quality Score on the Google Search Network”

Adding placements to an ad group

a) negatively affects the Quality Score for search
b) does not affect the Quality Score for search
c) improves the Quality Score on Google
d) improves the Quality Score for search

“does not affect the Quality Score for search”

In the case of a placement targeted ad on the Google Display Network, the Quality Score portion of calculating Ad Rank is based on:

a) the quality of your image
b) the quality of your landing page
c) the maximum CPC of the keyword that triggered an ad.
d) your daily budget

“the maximum CPC of the keyword that triggered an ad.”

By adding managed placements to a Display Network campaign – you can show your ad:

a) on webpages where the Smart Pricing feature determines there the ad is likely delivery ROI.
b) on specific webpages, online video games, RSS feeds, and mobile sites and apps that you select
c) on webpages where a contextual targeting algorithm identified that is a match between your keywords and a publishers content
d) on Google owned and operated properties such as Gmail and Google News – that have relevant content for your keywords.

A My Client Center (MCC) account manager wants to grant Standard Access to a linked client. Before making this change, the account manager should consider that Standard Access users can:

a) change the access levels of other users.
b) delete the account
c) invite others to access the account.
d) see average cost-per-click (CPC) costs.

“see average cost-per-click (CPC) costs.”

What happens when an advertiser sets a daily budget lower than the recommended amount, using the “Standard” delivery method?

a) Ads will show when a user searches on the advertisers keywords, but the ads rank will be reduced.
b) Ads will show each time a user searches on the advertisers keywords, but only during specified time periods
c) Ads will not show every time a user searches on the advertisers keywords
d) Ads will never show when a user searches on the advertisers keywords

“Ads will not show every time a user searches on the advertisers keywords”

The maximum cost-per-click (CPC) bid is the:

a) amount an advertiser is required to pay to achieve top ad position
b) actual amount an advertiser pays for each click on an ad
c) most an advertiser is willing to pay for each click on an ad
d) amount an advertiser must pay to outbid competitors

“most an advertiser is willing to pay for each click on an ad”

If an advertiser improves the Quality Score of a keyword, this keyword may:

a) receive fewer impressions on the Search Network
b) automatically reset its match type to Broad
c) earn the ad a higher average position
d) be more likely to appear in bold when displayed in an ad

“earn the ad a higher average position”

You can use Display Planner to:

a) see which images and text ads within your campaign are performing best on the specific websites you are targeting
b) run a report to determine which keywords are most likely to convert based on the past 30-days of your campaign
c) see potential webpages where your ad can appear based on your keywords
d) managed CPC bids for contextual campaigns within your account

“see potential webpages where your ad can appear based on your keywords”

When sitelinks are set at both the campaign and ad group level, which will be displayed?

a) Sitelinks at the ad group level
b) Sitelinks with the highest ad rank
c) Sitelinks related to the query searched
d) Sitelinks from both the campaign and ad group

“Sitelinks at the ad group level”

Which formula represents how Ad Rank is determined on Google search?

a) Popularity of the website being advertised
b) Historic average position of each ad
c) Maximum cost-per-click (CPC) multiplied by Quality Score
d) How much an advertiser is willing to spend each day

“Maximum cost-per-click (CPC) multiplied by Quality Score”

An advertiser looking to drive conversions is using manual cost-per-click (CPC) bidding. Which factor should be most important for this advertiser when keyword bids are decided?

a) The profit derived from a paid click
b) The bids of the next closest competitor
c) The cost of the bid
d) The Quality Score of the keyword

a) users click on their ads
b) their ads appear on the Google search page
c) the user completes a purchase
d) they register a conversion using Conversion Tracking

“users click on their ads”

A primary benefit of location targeting is that advertisers can:

a) choose to target a specific Google domain
b) target any combination of countries, territories, and regions
c) target specific users who have already visited their site
d) choose to only target websites based in a specific region or territory

“target any combination of countries, territories, and regions”

You are managing a campaign where budget is unlimited as long as ROI is positive, but something still limits how much you are able to effectively invest. What is it? Choose the most closely related answer

a) Whether your payment method is credit or debit
b) The number of tracking codes installed on your website
c) The number of websites on the internet
d) The volume of traffic available for the keywords you are targeting

“The volume of traffic available for the keywords you are targeting”

What is the impact of poor landing page quality on an ad group?

a) The keywords in the ad group will be paused
b) The ads in the ad group will be disapproved due to low Quality Score
c) The keywords in the ad group will have a lower Quality Score.
d) The entire campaign will be paused

“The keywords in the ad group will have a lower Quality Score.”

With the Smart Pricing feature in Display, if our data shows that a click from a Google Display Network page is less likely to turn into an actionable business result – such as an online sale, registration, phone call, or newsletter sign-up – we may:

a) Every time your ad is eligible to serve on a Display Network page
b) Every time someone does a search that triggers your ad
c) A few times a day, based on your ad scheduling settings
d) Every time you change your CPCs within your account

“Every time your ad is eligible to serve on a Display Network page”

On the Display Network, all keywords are considered broad match only. This means that you do not need to:

a) Include location targeting to narrow the reach of your ads
b) Include plurals, misspellings, and other variants of your keywords
c) Include negative keywords to refine your placement
d) manage your keyword performance at the ad group level

An advertiser wants to increase clickthrough rate (CTR). Which would help to eliminate irrelevant impressions?

a) Assign unique keyword URLs to each keyword
b) Evaluated the site design for improvements
c) Add negative keywords to the ad group
d) Add more relevant keywords to the ad group

“Add negative keywords to the ad group”

Ad groups should be used to:

a) organize your ads by a common theme, such as the types of products or services you want to advertise
b) manage your daily budget according to which keywords are a priority
c) control delivery of your ads so that they appear only to users in a specific geographic location
d) control the specific sites that your ad will be targeted to on the Google Display Network.

“organize your ads by a common theme, such as the types of products or services you want to advertise”

When setting up an AdWords account, choose your currency and permanent time zone carefully because:

a) time zone and currency will impact ad position
b) these cannot be changed once you have set up your account
c) ads are only served in countries using the same currency as your account
d) by default, ads are only served in the same time zones as indicated in your account

“these cannot be changed once you have set up your account”

Which are required components of an ad group running on the Search Network?

Someone using the Google Russian search domain (Google.ru) changes the language to Englishon the “preferences” page. This user may see ads targeted to:

a) English speakers in the United States
b) Russian speakers in Germany
c) English speakers in Russia
d) Russian speakers in the Czech Republic

“English speakers in Russia”

Jims restaurant is launching a new campaign and would like greater exposure on mobile devices to attract users on the go. How can this be done?

a) Create a dedicated campaign for each mobile device targeted
b) Use the same bids across all devices
c) Enable a bid adjustment to bid more aggressively on mobile devices
d) Enable a bid adjustment to bid less aggressively on mobile devices

“dashboard that provides summaries of statistics for all client accounts”

Which is a best practice for creating effective ad text?

a) Use a home page for every URL
b) Include prices, promotions, and exclusives
c) Use the same ad text for every ad in the ad group
d) Use multiple exclamation points to grab attention

“Include prices, promotions, and exclusives”

A My Client Center (MCC) account functions primarily as:

a) a separate AdWords account with its own keywords and campaigns
b) a dashboard that allows clients view-only access to AdWords reports
c) an umbrella account that allows for access to individual accounts with a single log-in.
d) a bid management system for AdWords clients managed by resellers and agencies

“an umbrella account that allows for access to individual accounts with a single log-in.”

An advertiser creates a new ad group in a campaign that is set to run on all relevant sites across the Google Display Network. If both keywords and placements are added to the ad group, they would work together to:

a) determine the target return on investment (ROI) for a given ad group
b) impact the time of day that the ads are eligible to show
c) restrict the ads to specific sites and show them only when the content of that sites page is relevant to the keywords
d) impact search results and cost-per-click (CPC) on the Google Display Network

“restrict the ads to specific sites and show them only when the content of that sites page is relevant to the keywords”

It is important to identify special offers like “free shipping” before building an AdWords campaign in order to:

a) Create and edit campaigns, ads, keywords, and campaign settings
b) See an overview of how your campaigns are performing
c) Find account reporting tools that will help you manage your daily budget
d) Find keyword, bid, and budget ideas that can help improve your campaign performance

“Find keyword, bid, and budget ideas that can help improve your campaign performance”

A bilingual user searches on Google.com (the Google U.S. domain) and has set Spanish as the preferred Google interface language. In order to target this particular user, which campaign language setting should an advertiser use?

a) Portuguese
b) Spanish
c) Bilingual
d) English

“Spanish”

Why should you avoid adding duplicate keywords across ad groups?

a) Identical keywords will compete against each other, and because both ads may serve – it may increase your CPCs
b) None of these options are correct
c) Identical keywords are not allowed in AdWords and your ads will be disapproved
d) Identical keywords compete against each other, and the better-performing keyword triggers your ad.

“Identical keywords compete against each other, and the better-performing keyword triggers your ad.”

Which best describes keyword contextual targeting?

a) Ads are targeted to groups of websites based on their site categories
b) Themes of selected placements determine related websites where ads will appear
c) Ads are targeted only to websites related to specific businesses
d) Themes of keywords are matched to relevant content on websites where ads will appear

“Themes of keywords are matched to relevant content on websites where ads will appear”

An advertiser adds negative keywords to an ad group within a search campaign. This means that the ad will not show if the negative keywords:

a) also appear in the ad text
b) have low maximum cost-per-click (CPC) bids
c) appear in another campaign within the account
d) appear in a users search query

“appear in a users search query”

Quality Score on Google search is evaluated

a) every 48 hours
b) Every time someone does a search that triggers your ad
c) none of these answers is correct
d) every 24 hours

“Every time someone does a search that triggers your ad”

The main goal of automatic cost-per-click (CPC) bidding is to

a) generate as many clicks as possible within an advertisers target budget
b) achieve the target ad position specified by the advertiser
c) generate as many conversions as possible within an advertisers target budget
d) achieve the target average CPC specified by the advertiser

“generate as many clicks as possible within an advertisers target budget”

Location extensions can:

a) help show product information in a visual manner within your ad unit
b) help exclude locations where you do not have available stores.
c) help reduce your CPC bids depending on the location of a user
d) help nearby consumers find or call your nearest storefront

a) Inactive because it is past its scheduled date
b) Active, but showing ads only occasionally due to budget constraints
c) Inactive because your prepaid account balance has run out
d) Inactive but scheduled to begin at a future date

“Inactive but scheduled to begin at a future date”

Negative keywords can help advertisers refine the targeting of their ads, and potentially increase:

a) the number of relevant Display Network placements
b) their campaigns daily budget recommendations
c) the clickthrough rate (CTR) of their ads
d) the amount of impressions served

“the number of relevant Display Network placements”

If the cost-per-thousand impressions (CPM) option is not available for a campaign, the most likely reason is that the campaign:

a) has used CPM pricing before
b) is only opted into the Google Display Network
c) has never used CPM pricing before
d) is only opted into the Google search and the Search Network

“Is only opted into the Google search and the Search Network”

Which is an example of a consideration an advertiser should make when establishing AdWords advertising goals?

What happens when a campaign consistenly meets its average daily budget?

a) Ads in that campaign will stop showing for the rest of the billing cycle
b) Average cost-per-click (CPC) bids will be lowered
c) Your budget is automatically adjusted
d) Ads in that campaign will show less often than they could

“Ads in that campaign will show less often than they could”

What best describes Enhanced Cost-Per-Click (ECPC)

a) ECPC is a separate bid set for ad groups using the Conversion Optimizer
b) ECPC is a CPC bidding feature that automatically bids more aggressively in auctions more likely to result in a conversion
c) ECPC is a Quality Score boost for advertisers using ad extensions
d) ECPC is the discount applied to your Max CPC to determine actual CPC

“ECPC is a CPC bidding feature that automatically bids more aggressively in auctions more likely to result in a conversion”

Grouping similar keywords together in an ad group will:

a) ensure that the ads and keywords in that ad group are approved
b) allow an advertiser to creae ads relevant to those keywords
c) keep an advertisers average cost-per-click (CPC) within a narrow range
d) allow an advertiser to use only broad match keywords

“keep an advertisers average cost-per-click (CPC) within a narrow range”

If your ad serving option is set to “optimize” and there are multiple variations of your text ads within the same ad group, AdWords will:

b>a) automatically try to show the best performing ad more often
b) automatically increase your quality score based on the average CTR of the ad group
c) automatically serve the ad with the highest maximum CPC the most often
d) automatically lower your bids according to your CPA goal

“automatically try to show the best performing ad more often”

You have been targeting the entire United States in your scuba diving equipement ad campaign, but you know that much of the scuba equipment that is sold to customers in Hawaii. What would be the most efficient way to optimize your campaign and measure the impact of an optimization?

a) You add the keywords “Hawaii” to all of your ad groups, so that your ad will stop serving on searches that are not specific to Hawaii
b) You delete all of the keywords that have not been performing well, and start over with a new set of keywords and campaigns that uses location targeting to show only to users in Hawaii
c) You create a separate campaign targeting only Hawaii so you can easily see how your campaign performs in that state, and adjust your budget
d) You adjust your ad scheduling so that your campaign is only showing during business hours for the time zone that Hawaii is in

“You create a separate campaign targeting only Hawaii so you can easily see how your campaign performs in that state, and adjust your budget”

With social extensions, how are +1s calculated for your ad and Google+ page

a) Any +1 on your ad is displayed as a part of your display campaigns, but has no bearing on oyur quality score or AdRank
b) Any +1 on your ad applies to your Google+ Page as well. All +1s from your Google+ Page are also applied to your AdWords ads
c) Only +1s from your Google+ page are showing in the count that is visible on your ad
d) Only +1s from your ads are calculated, your Google+ page is considered a separate campaign

“Only +1s from your Google+ page are showing in the count that is visible on your ad”

Which potential factor does Google use to calculate a search campaigns recommended daily budget?

a) Impressions
b) Conversions
c) Transactions
d) Placements

“Impressions”

A lower CPA does not necessarily indicate higher profit. Why?

a) A lower CPA may be due to changes in CPC bidding
b) A lower CPA may also have lower sales volume, reducing overall profit
c) A lower CPA may be due to additions in negative keywords
d) A lower CPA may be due to changes in network distribution

a) The “Optimize” ad rotation setting allows your campaign to show ads more often, which can increase impressions
b) The “Optimize” ad rotation setting allows your campaign to automatically show the most relevant display URL for each ad
c) The “Optimize” ad rotation setting allows the AdWords system to automatically show the better performing ads more often
d) The “Optimize” ad rotation setting allows two of the ads from the ad group to show to a user on the same page

“The “Optimize” ad rotation setting allows the AdWords system to automatically show the better performing ads more often”

In order for cost-per-click (CPC) ads and cost-per-thousand impressions (CPM) ads to compete with each other in the same auction on the Google Display Network, the AdWords system converts the CPC ads bid to:

Advertising on TV, print, and radio typically requires a predetermined budget. What key differences enable some online advertising campaigns to invest with more flexibility without a predetermined budget in mind?

a) AdWords budgets can only be set once annually and require a fixed commitment
b) Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI is positive
c) Online campaigns generate clicks, whereas other channels generate exposure
d) Budgets cannot be applied to online campaigns due to constant changes in traffic

“Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI is positive”

Your ad is live on Google search, and you want to continue to check it over time to see if it is still running. Why is it advised that you use the AdPreview and Diagnosis took, instead of doing searches to find your ad on Google.com?

a) By performing searches that trigger your ad, you are inflating the amount of predicted impressions on the search keywords, which may impact your organic search ranking
b) By performing searches that trigger your ad, you will be automatically be charged for the impressions and may use all of your daily budget too quickly
c) None of these options are correct
d) By performing searches that trigger your ad, you will rack up impressions without clicks, which can lower your clickthrough rate and prevent your ad from appearing as often as it should

“By performing searches that trigger your ad, you will be automatically be charged for the impressions and may use all of your daily budget too quickly”

You are starting a new campaign with the goals of achieving a positive ROI and extending to all profitable traffic. How can the AdWords average daily budget setting help when starting out?

a) It can help direct traffic to different landing pages to discover which performs best
b) It can help aim for a desired average position during testing
c) It can help limit your costs and exposure while profitability is achieved
d) It can help limit exposure to only the geographical areas you support

“It can help limit your costs and exposure while profitability is achieved”

When optimizing your campaign, you can get ideas for negative keyword and placement exclusions lists through which AdWords tool?

How often does the AdWords system run an auction to decide which ads to show on the Google search page

a) Every time a user enters a search query
b) Once every 24 hours for a given keyword
c) Every time a new advertiser adds a keyword to an account
d) Once every two hours for a given keyword

“Every time a user enters a search query”

Which is one characteristic of the “Accelerated” delivery method?

a) Ads are shown above the search results as well as to the right of the search results
b) Ads are shown when users search on relevant variations of keywords in the campaign
c) Ads are only shown when there is a higher likelihood that users will click on them
d) Ads are shown as frequently as possible until the budget is exhausted

“Ads are shown as frequently as possible until the budget is exhausted”

If you have set a maximum CPC bid of $1 for your ads, and if the next most competitive bid is only $0.50 for the same ad position, what is the maximum CPC you would need to pay to show your ad – assuming your ad is similar in all other aspects?

a) 1.01
b) 0.5
c) 0.51
d) 1

“0.51”

All other things being equal, if you’ve set a maximum CPC bid of $1.00 for your ads, and if the next most competitive bid is $0.50 for the same ad position, what is the actual amount you’d pay for that click?

An advertiser creates a new search campaign with the goal of driving traffic to a new website. The advertiser wants to spend very little time setting and managing individual keyword bids. Which is the best bidding option for this advertiser?

Amy, a new account manager at Bobs agency, will be working with three specific accounts underneath a My Client Center (MCC) account. Which is the best way for Bob to limit her access to only those accounts?

a) Combine the campaigns from each account into a single AdWords account. Grant Amy access to that single account so she can manage all campaigns from one place.
b) Invite Amy as a read-only user on the MCC level, so she can view reports for the accounts she needs to see
c) Create a new MCC account linked to the original MCC account, and then move the three accounts into that MCC. Grant Amy access ot that sub-MCC only.
d) Set up a direct login emails to each of the three accounts, so Amy will log in to each account individually without gaining access to the other accounts linked to the MCC

“Invite Amy as a read-only user on the MCC level, so she can view reports for the accounts she needs to see”

Data shows the audience for a client’s running shoe store is women ages 35 to 50. How can you optimize this client’s Display Network campaign based on your research?

a) Use frequency capping to limit thenumber of times men ages 40 to 65 see your client’s ads
b) Increase cost-per-click (CPC) bids and experiment with variations of ad text that includes running tips
c) Add demographic and age targeting to show ads to people in this audience
d) Set up a remarketing list to show ads to women who have previously visited your client’s website

“Add demographic and age targeting to show ads to people in this audience”

Data shows that the audience for a client’s running shoe store is women ages 35 to 50. How can you optimize this client’s Display Network campaign based on your research?

a) Use frequency capping to limit thenumber of times men ages 40 to 65 see your client’s ads
b) Increase cost-per-click (CPC) bids and experiment with variations of ad text that includes running tips
c) Add demographic and age targeting to show ads to people in this audience
d) Set up a remarketing list to show ads to women who have previously visited your client’s website

“Add demographic and age targeting to show ads to people in this audience”

Your client wants to increase the number of people visiting his website. When analyzing the data for Search campaign, which metric do you most want to improve?

Which client would you advise to advertise on the Google Search Network?

a) Jim, who wants to reach people on social networks interested in poetry
b) Suzy, who wants to reach people browsing travel websites about China
c) Bill, who wants to reach people looking for plumbing services
d) Carol, who wants to reach people watching YouTube videos

“Bill, who wants to reach people looking for plumbing services”

When reviewing the Search terms report for one of your client’s campaigns, you notice several terms that aren’t relevant to what they’re advertising. How can you use this information when refining the campaign’s keywords?

An e-commerce client wants her campaign to be more profitable. After calculating this client’s total profits from AdWords, what can you do to start maximizing results for profit?

a) Test different cost-per-click (CPC) bids
b) Test only one version of your ad text
c) Lower the cost-per-click (CPC) bids and increase the budget
d) Delete keywords that are generating the most clicks

“Test different cost-per-click (CPC) bids”

Data for your client shows that more estimated total conversions are coming from mobile devices versus computers and tablets. How can you use this data to optimize your client’s bidding strategy?

a) Use target search page location to help get your client’s ads to the top of mobile search page results
b) Set a mobile bid adjustment to increase bids for searches on mobile devices
c) Set a mobile bid adjustment to decrease bids for searches on computers and tablets
d) Use enhanced cost-per-click (ECPC) to increase bids that are likely to result in conversions from mobile devices

“Set a mobile bid adjustment to increase bids for searches on mobile devices”

Belinda’s boutique just started carrying 3 new designer labels. She wants to show an image ad announcing the new collections to people who are browsing websites about designer clothing. Which campaign is a good fit?

When reviewing your client’s Search Network campaign, you notice that the ads in one of the ad groups have a low average position. Which flexible bid strategy should you use to help improve the position of these ads?

Nadia manages a local gym and is running an ad to drive more free trial memberships. What could she include in her ad text?

a) A prominent headline like “TRIAL MEMBERSHIPS AVAILABLE”
b) A call-to-action like “Visit our gym now”
c) Add a promotion like “20% off fitness classes”
d) Add a call-to-action like “Sign up for a free trial”

Add a call-to-action like “Sign up for a free trial”

If you want to direct people to specific pages on your website from an ad, you can create an ad that uses:

When creating text ads to advertise a client’s small chain of Italian restaurants, what should you include in the ad text to make it compelling to potential customers?

a) Include call-to-actions, such as “Find the nearest location”
b) Information about Italian food in the description
c) Use the same headline and description as other advertisers
d) An exclamation point in the display URL

“Include call-to-actions, such as “Find the nearest location”

You would advise a client that’s launching a new product line to advertise on the Google Display Network because she can:

a) reach people who are interested in similar products
b) use text ads that encourage people to call her business
c) use text ads that encourage people to visit her website
d) reach people who are searching for her products

“use text ads that encourage people to visit her website”

An advertiser has decided that they want to spend $608 per month for their campaign. How would you recommend they set their budget in their AdWords account?

a) Set a daily budget of $20 for the advertiser’s campaign
b) Set a bid of $20 per ad group
c) Set a daily budget of $20 for the advertiser’s account
d) Set a bid of $20 for the advertiser’s campaign

“Set a daily budget of $20 for the advertiser’s campaign”

Which client would you advise to use radius targeting?

a) Luis, whose e-commerce business delivers nationwide
b) Denise, whose service can reach customers within 30 miles
c) Christopher, who wants to promote his new product in select cities
d) Mabel, who wants to exclude her ads from certain cities

“Denise, whose service can reach customers within 30 miles”

What does “converted clicks” measure?

a) The total number of clicks within your chosen conversion window
b) The total number of conversions divided by the total number of clicks
c) The total number of clicks that led to a conversion
d) The percentage of clicks that led to a conversion

“The total number of clicks that led to a conversion”

Mimi wants to reach people searching for baked goods, but only wants her ads to show during the hours she’s open for business. Which campaign type is a good fit?

a) a user’s browser setting
b) a user’s Google interface language setting
c) the language of websites a user visits most often
d) a user’s operating system language

“a user’s Google interface language setting”

What is the recommended next step if you noticed from the Search terms report that certain terms are leading to a high number of clicks on your ads?

a) Add search terms that are not leading to many clicks as negative keywords
b) Add sitelinks to your ads to make them even more prominent
c) Make sure all of these search terms are included as keywords, regardless of relevance
d) Make sure relevant search terms are keywords and adjust your bid or ad text for these keywords

You can win a higher ad position in the auction with a lower cost-per-click (CPC) bid by:

a) creating ads that include terms or phrases people are searching for
b) creating relevant ads and keywords, but not using ad extensions
c) creating ads that link to a generic landing page
d) creating relevant keywords and ads, and using ad extensions

“creating relevant keywords and ads, and using ad extensions”

Donna sells t-shirts featuring vintage album covers. She wants people searching for unusual t-shirts to find her website, but she also thinks people interested in music might make a purchase. What campaign type would you recommend?

How do cost-per-click (CPC) ads compete with cost-per-thousand impressions (CPM) ads on the Google Display Network?

a) CPC bids are effectively coverted to CPM bids
b) CPM bids are effectively coverted to CPC bids
c) Ads using CPC bids are not allowed to compete on the Display Network
d) CPC and CPM bids only compete against bids of the same type

“CPC bids are effectively coverted to CPM bids”

Google Analytics can help you learn more about the behavior of your client’s customers because it shows you how:

a) they perceive her products
b) likely they are to become a regular customer
c) they interact with her website
d) likely they are to click her ads

Your travel agency client is running a very targeted campaign to reach people who are visiting Paris on vacation and don’t live in France. What would be an effective way to target this client’s customers?

a) Create a campaign with ads and keywords written in French
b) Create a campaign targeting Paris and languages other than French
c) Create a campaign targeting French and regions other than Paris
d) Create a keyword list with the exact match keyword “Paris” and negative keyword “France”

“Create a campaign targeting Paris and languages other than French”

Your client’s campaign is consistently meeting its average daily budget. What should you do to maximize your client’s budget throughout all hours of the day?

A client that owns a fine-dining restaurant in London wants to get more phone calls from people researching places to eat on their mobile phones. How should you optimize this client’s campaign to help achieve their goal?

a) Include a phone number in the client’s ad’s headlines and monitor performance with the mobile clicks-to-call segment
b) Include a phone number in the client’s ad’s headline and monitor performance with the top vs. other segment
c) Add call extensions to the client’s ads and monitor performance with the top vs. other segment
d) Add call extensions to the client’s ads and monitor performance with the mobile clicks-to-call segment

“Add call extensions to the client’s ads and monitor performance with the mobile clicks-to-call segment”

Cliff just started working with a client who has a very disorganized AdWords account. What’s an effective way for him to begin restructuring his client’s account?

a) Create multiple campaigns, each with a set of related keywords
b) Create campaigns based on the structure of his client’s website
c) Create one campaign with a broad selection of keywords
d) Create one campaign for all the products his client offers

“Create campaigns based on the structure of his client’s website”

When choosing a maximum cost-per-click (max. CPC) bid, you should consider the amount that you make from a purchase because you want to set a bid amount that’s:

a) based on how much your product is worth
b) 50% of how much your product is worth
c) the same amount as the profit generated by your product
d) the same amount as the revenue generated by your product

“based on how much your product is worth”

You would choose to advertise on the Google Search Network if you wanted to:

a) reach customers browsing websites related to your business
b) reach customers while they’re searching for your products or services
c) choose the types of websites where you want your ads tos how
d) choose from a range of ad formats, like video and image ads

“reach customers while they’re searching for your products or services”

An advertiser should group their campaigns by:

a) type of product or service
b) number of keywords
c) maximum cost-per-click (CPC) bids
d) number of ad groups per campaign

“type of product or service”

A client who owns an online running shoe store wants to drive sales of a particular model of women’s running shoes. What keywords should you include in this client’s keyword list to help achieve their goal?

a) Specific terms about the benefits of running
b) Specific terms about the shoe brand and model your client is selling
c) Generic terms about running and running shoes
d) Generic terms about different types of women’s shoes

“Specific terms about the shoe brand and model your client is selling”

Laura runs an online store with a large inventory of children’s toys and games. Which ad format would you use for Laura’s campaign to reach people interested in purchasing children’s games?

When creating a keyword list using broad match, why should you leave out misspellings and plural forms of keywords?

a) AdWords only shows an ad for keywords with proper spelling and plural forms
b) Your keyword list would be disapproved based on Google’s advertising policies
c) AdWords can automatically include these variations for you
d) Broad match includes the exact words and phrases a user searches for

“AdWords can automatically include these variations for you”

Your client noticed last month that his ad often showed up beside another advertiser’s ad for the same search terms. How can you help your client understand how he is performing compared to other advertisers?

a) Use the Auction insights report to show how often his ads rank higher in search results than those of other advertisers
b) Use the top movers report which campaigns have seen the biggest change in clicks since last month
c) Use the paid & organic report to show when his website appears in organic search, with no associated ads
d) Use the Search term report to show which search terms lead to the most clicks on his ads

“Use the Auction insights report to show how often his ads rank higher in search results than those of other advertisers”

What’s the easiest way to evaluate if one version of your landing page performs better than another for the same ad?

a) Replace the existing landing page with the new one and compare this month’s data to last month’s
b) Run a Campaign Experiment on the existing campaign that switches between both landing pages
c) Create another ad group for the new landing page and compare the two ad groups
d) Create another campaign for the new landing page and compare the two campaigns

“Create another ad group for the new landing page and compare the two ad groups”

Which is a benefit of advertising online with Google AdWords?

a) Advertisers can choose how much they spend and only pay when someone clicks their ad
b) Advertisers can choose how many times their ad should show during the day
c) Advertisers pay the same amount every time someone clicks their ad
d) Advertisers can pay to always show their ad above the organic search results

“Advertisers can choose how much they spend and only pay when someone clicks their ad”

A client wants to promote her new mobile app by showing her ads in other mobile apps. How can AdWords help accomplish her goal?

a) Google’s Search Network will help her target people who are more likely to download her app
b) She can use keywords like “mobile app” to target people who are more likely to download her app
c) Google’s Display Network includes many mobile apps where she could show her ad
d) She can use mobile app extensions to reach users in apps

“Google’s Display Network includes many mobile apps where she could show her ad”

You sell video games and want people who play mobile gaming apps to know about your store. What’s one benefit of promotion your products with a mobile apps campaign on the Display Network?

a) It lets people who see your ad get directions to your store on Google Maps
b) It allows you to show your ad on app categories that you choose
c) It encourages people using mobile devices to install your app
d) It directs people to your online store to purchase your products

“It encourages people using mobile devices to install your app”

Julian wants to reach potential customers based on the type of device they’re using, but he doesn’t know how his campaign performs on different devices. How can Julian find meaningful data that will help him decide which devices to target?

a) Create multiple ad groups that target different devices, and monitor the results
b) Set up an experiment to test which device he should target
c) Create multiple campaigns that target different devices, and monitor the results
d) Segment his campaign statistics table by device

“Create multiple campaigns that target different devices, and monitor the results”

While teaching a new account manager how to build a Search campaign, you tell her that she should group similar keywords together in an ad group because it will allow her to:

a) create a different ad for each keyword
b) create multiple ads for each keyword
c) only create one ad that’s relevant to all keywords
d) create ads that are relevant to all keywords

“create ads that are relevant to all keywords”

When building a keyword list for a Display Network campaign, you should do which of the following:

a) Use Display Campaign Optimizer to identify new keywords
b) Only include exact match keywords
c) Only use Keyword Planner to identify new keywords
d) Include keywords that are related to the websites your customers visit

“Include keywords that are related to the websites your customers visit”

If you’d like your ads to show on certain sites across the Internet, you can add these websites as:

a) Placements
b) Audiences
c) Keywords
d) Topics

“Placements”

You would choose to advertise on the Google Display Network if you wanted to:

a) show ads to people on non-Google search sites
b) show ads on Google Maps
c) show ads on websites related to your business
d) show ads on Google Shopping

“show ads on websites related to your business”

Your client noticed that his ad was disapproved for editorial reasons. Why is it important for him to understand and abide by Google’s advertising policies

a) AdWords policies can help web user distinguish between ads and search results
b) AdWords policies can help ensure ads are useful, varied, relevant, and safe for web users
c) AdWords policies can keep disapproved ads and websites out of organic search results
d) AdWords policies can help keep ad costs low and affordable for advertisers

“AdWords policies can help ensure ads are useful, varied, relevant, and safe for web users”

Your ad can show on the Google Search Network when someone searches for terms that are similar to your:

a) Keywords
b) Placements
c) Website
d) Ad text

“Keywords”

You can use Keyword Planner to identify:

a) the number of negative keywords you should add
b) the amount of traffic potential keywords you might get
c) which text ads are performing best based on your keywords
d) webpages where your ad can appear based on your keywords

“the amount of traffic potential keywords you might get”

Anne-Marie’s business goal is to generate online sales of her handmade purses. Her AdWords costs are $100 per week and she wants to know if her advertising investment is paying off. What additional information do you need in order to calculate her return on investment (ROI)?

a) Number of clicks on her ads and costs to produce her purses
b) How many times her ads have been viewed and clicked on
c) Number of clicks on her ads and revenue they generated
d) Costs to produce her purses and revenue generated from her ads

“Costs to produce her purses and revenue generated from her ads”

You can use Display Planner to:

a) see how other advertisers perform on websites where you want your ad to appear
b) compare how your current Display Network campaign could perform on websites you’d like to target
c) see ways to reach your target audience based on your keywords, website, or interest categories
d) see which image and text ads are performing best on the specific websites you’re targeting

a) specific websites, based on specific interests
b) groups of websites, based on specific interests
c) specific groups of people, based on their interests
d) specific groups of people, based on their location

a) The minimum needed to hold your ad position or 50% of your maximum cost-per-click (max. CPc) bid, whichever is greater
b) The minimum needed to hold your ad position but never less than 50% of your maximum cost-per-click (max. CPc) bid, whichever is greater
c) The minimum needed to hold your ad position but never more than 120% of your maximum cost-per-click (max. CPc) bid, whichever is greater
d) The minimum needed to hold your ad position, under the maximum cost-per-click (max. CPc) limit

a) Extensions increase your reach by showing your ad on more advertising networks
b) Extensions ensure a higher clickthrough rate (CTR) because they make your ad more prominent
c) Extensions provide additional information to make your ads more relevant to customers
d) Extensions are automated so you don’t have to create your ads

“Extensions provide additional information to make your ads more relevant to customers”

Conversion Tracking helps you improve the return on investment (ROI) from your online advertising because it:

a) measures trends relating to the search terms people have used before seeing your ad
b) focuses on getting customers to complete an online purchase
c) shows you which ads lead to customer actions that have value for your business
d) automatically gives you personal details about the people who convert

“shows you which ads lead to customer actions that have value for your business”

Which ad extension would you use for an advertiser who has a chain of restaurants?

Conversion Optimizer can help drive conversions by using your conversion history and:

a) cost-per-acquisition (CPA) goals to show the optimal ad when a conversion is more likely
b) cost-per-click (CPC) goals to show the optimal ad when a conversion is more likely
c) cost-per-acquisition (CPA) goals to raise your bid when a conversion is more likely
d) cost-per-click (CPC) goals to raise your bid when a conversion is more likely

“cost-per-acquisition (CPA) goals to raise your bid when a conversion is more likely”

Your new client’s AdWords account has one campaign with one ad group that contains a list of hundreds of keywords. Which best practice should you follow when re-organizing this client’s keywords?

a) Create new ad groups with several keyword match types
b) Create new ad groups with with related keywords grouped together
c) Remove half of the keywords from the ad group
d) Create one ad group for every five keywords

“Create new ad groups with with related keywords grouped together”

Caleb owns a music store and is creating an ad group for musical instrument rentals. What would be the most appropriate landing page for his ad?

a) A page with information on instrument rentals and a contact form
b) His homepage, with links to instrument sales, rentals, and music lessons
c) A page with information on music lessons and a contact form
d) A page with a wide selection of instruments for sale

“A page with information on instrument rentals and a contact form”

Using the paid & organic report for her travel website, Karen noticed a relatively high organic clicks/query rate for the search query “Hawaii vacations.” What does this mean?

a) Karen’s ads often show below her organic results for the search query
b) People who see Karen’s site in relevant organic search results often click through to her site
c) Karen’s ads don?t often show for the search query
d) Karen’s average organic position is higher than other advertisers’, but her average ad position is lower than other advertisers’

“People who see Karen’s site in relevant organic search results often click through to her site”

What changes can you make to the Display Network campaign of a client who wants to drive awareness of her natural beauty brand

a) Increase the daily budget and add text ads with clear call-to-actions like “Buy now”
b) Use a balanced combination of broad-, exact-, and phrase-matched keywords
c) Add display ads and affinity audiences targeting people interested in green living and beauty
d) Target large metropolitan areas where people are more likely to encounter her product

“Add display ads and affinity audiences targeting people interested in green living and beauty”

Your client’s campaign is getting a lot of clicks, but the conversion rate is low. Which approach could help improve your client’s conversion rate?

a) Make sure the landing page is closely related to the ad
b) Increase the average daily budget for the campaign
c) Broaden the list of keywords to reach more potential customers
d) Increase the cost-per-click (CPc) bid for low-performing keywords

“Make sure the landing page is closely related to the ad”

What is the benefit of having multiple ads in an ad group?

a) AdWords will automatically match each ad to the keywords it’s most relevant to
b) Ads are only eligible to show ad extensions if there are more than one ad in that group
c) Ads are only eligible to show at the top of the page if there are more than one ad in that ad group
d) AdWords will automatically rotate your ads and show the best performing ones more often

“AdWords will automatically rotate your ads and show the best performing ones more often”

Clyde wants to raise the profile of his dance school. A “Display Network only” campaign can help him:

a) show ads when someone searches for dance classes
b) match his ad text to what people are searching
c) pick the most popular keywords for his campaign
d) show ads on dance websites and YouTube videos

a) See how your ads performed when triggered by actual searches
b) See how often your ads rank higher in search results than those of other advertisers
c) See if people reach your client’s website via ads or organic search results
d) See which campaigns have the biggest changes in clicks, costs, and conversions

“See how your ads performed when triggered by actual searches”

Your client gets more conversions from ads that appear to people in Tokyo. What actions should you take to try and increase the number of conversions for this client?

a) Use a location bid adjustment to increase bids for customers in Tokyo
b) Create a separate ad group to target ads and bids for Tokyo
c) Use the user location view to understand if people who click your ads are located in Tokyo
d) Refine where your ads show by adding the keyword “Tokyo”

“Use a location bid adjustment to increase bids for customers in Tokyo”

Which bidding strategy should Sara use if her goal is to get more people to call her local catering business?

What’s a reason to use the “Search Network with Display Select” campaign type?

a) Your ads only show on the first page search results
b) You can pick the exact websites where you want your ad to show
c) You can use one budget to advertise on the Search Network and Display Network
d) Your video ads can run on the Search Network

“You can pick the exact websites where you want your ad to show”

Tony travels frequently. He needs to be able to make changes to his AdWords account while he’s offline, so he downloads AdWords Editor. Using AdWords Editor, Tony can do all of the following except:

a) Undo and redo multiple changes while editing his campaigns
b) Refresh data to reflect the lastest statistics on his cost-per-click (CPc) campaign
c) Mange, edit, and view multiple accounts at the same time
d) Copy or move items between ad groups and campaigns

“Refresh data to reflect the lastest statistics on his cost-per-click (CPc) campaign”

When people search for your client’s watch repair business, they use very specific terms like “vintage watch repairs”. To show your ads for these searches, you’ll want to use:

One of your clients wants to know why a campaign went over the specified daily budget several days in a row. What would you explain to your client about how the AdWords system works?

a) AdWords automatically increases the maximum cost-per-click (CPc) bid to show an ad higher in Google search results
b) Due to changes in traffic, AdWords allows up to 20% more impressions in a day than the budget specifies
c) To show an ad more often, AdWords charges more than the average daily budget amount multipled by 30.4
d) Due to changes in traffic, AdWords allows up to 20% more clicks in a day than the budget specifies. However, in any given month, AdWords never charges more than the average daily budget amount multiple

“Due to changes in traffic, AdWords allows up to 20% more clicks in a day than the budget specifies. However, in any given month, AdWords never charges more than the average daily budget amount multiplied by 30.4”

You want to generate leads with your AdWords campaign by encouraging people to fill out an interest form on your website. What do you need to know to measure return on investment (ROI) for this campaign?

a) How much you’ve spent on the campaign compared to the value of leads generated
b) You can’t calculate return on investment for campaigns that are focused on online leads
c) The percentage of budget spent compared to how many forms were completed
d) The number of clicks your ad received divided by the number of times it showed

“How much you’ve spent on the campaign compared to the value of leads generated”

Which is a benefit of advertising online?

a) Reach people who are likely interested in what you’re advertising
b) Automatically collect information about potential customers
c) Increase your position in organic search results
d) Make money by showing ads on your website